E159: How AI is reshaping Sales and Marketing Alignment?
About this episode
The episode discusses how AI is transforming the relationship between sales and marketing and the implications for modern go-to-market teams.
In this episode of B2B Marketing Futures, marketing leaders explore how AI is reshaping the relationship between sales and marketing, and what it takes for modern go-to-market teams to stay aligned as AI becomes embedded across demand generation, sales enablement, content creation, and customer engagement. The conversation examines how AI is changing account identification, messaging, pipeline management, and sales follow-up, while discussing the opportunities and challenges of maintaining consistent workflows, shared context, and effective collaboration across revenue teams. The discussion highlights where human judgement continues to create the greatest impact, from governing AI tools and interpreting customer insights to aligning cross-functional teams, refining go-to-market strategies, and ensuring AI enhances rather than replaces strategic decision-making in an increasingly AI-enabled B2B landscape. Participants: Denisse Soker, Sales Enablement and Product Adoption Leader at NetApp Kristi de Asis, Director of Demand Generation and ABM at Achievers
More episodes of B2B Marketing Futures
- E158: Fit Beats Intent: The New Rule of B2B Demand
- E157: What Will Marketers Still Own When AI Runs the Campaigns?
- E156: When AI Runs GTM, What Do Humans Still Own?
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